AGENDA

8:00-8:45—REGISTRATION—Badges, Conference Packets Coffee, Teas & Morning Refreshments to be served

8:45 - 9: 00 — INTRODUCTIONS

COMPETITIVE IDENTITY—
THE NEW BRAND MANAGEMENT FOR NATIONS

SIMON ANHOLT, through three sessions with extensive time for specific questions and answers, will demonstrate how a combination of branded exports and place branding can create fast-track economies.  A session on country/city perceptions and a final roundtable will create a day that provides enough tools for you to properly evaluate your own market and build your place brand.

9:00 – 10:30 Part 1: The Groundwork: The Basics of Competitive Identity
with Simon Anholt
Why do it?  How it works, what it's for, how long it takes, who's involved and who’s responsible, who shapes the brand, what it costs, what it can achieve.  How Competitive Identity differs from destination marketing, tourism promotion, public diplomacy, etc.

Coffee, Tea & Beverage Break 10:30 - 11:30AM

11:30 – 13:00 (11:30 AM- 1PM) Part 2: Policy and Strategy: Analysis, Team Formation, Goal Settingwith Simon Anholt
 The challenge of diagnosing and benchmarking the current reputation of any country, region or city. Aligning a place’s country’s economic, cultural, social and political goals with the aims of its reputation. Creating and recognizing good short, medium and long term identity strategies. How to evaluate approaches to find the right ones.

Luncheon 13:00PM -14:00PM  (1PM- 2PM) Networking opportunities & smaller discussions

14:00 - 15:00 (2PM – 3PM) Nation & City Branding Index — how are places perceived and why? Presented by Patrick Spaven, OBE, PhD

Coffee, Tea & Beverage Break 15:00- 15:15 (3PM- 3:15PM)

15:15 – 16:45 (3:15PM – 4:45PM) Part 3: Implementation: The Crux of the Plan with Simon Anholt
Developing a detailed implementation plan and understanding how to roll it out domestically and internationally. Identifying domestic and overseas audiences. Getting citizen buy-in. Leadership issues. The roles played by communication, innovation, investment and policy change.

16:45 – 17:30 (4:45PM – 5:30PM) PANEL DISCUSSION: The Future of Competitive Identity—Challenges & Obstacles Ahead Moderated by BBC Journalists and includes Simon Anholt, Patrick Spaven and Audience Members